I led the content strategy from concept to delivery—developing editorial thought starters, developing and writing 2 MGM articles & 2 TCOLV articles , and producing the final Content Insights Report (CIR). Each element was designed to engage audiences, support campaign goals, and deliver clear, data-backed recommendations to the client.
Objective
Increase market share through mid-funnel efforts designed to keep the brand top-of-mind, deepen brand affinity, and ultimately drive new users to the site in order to increase web bookings.
Role
Lead Content Strategist & Producer
Client
MGM Resorts
Year
2025
Impact
This campaign surpassed key engagement benchmarks, delivering 60K+ page views, CTA rates up to 2.89%, and time-on-page up to 53% above benchmark. My end-to-end content leadership—from ideation to CIR reporting—turned MGM’s brand messaging into high-performing mid-funnel content that drove stronger audience engagement and supported web bookings.